Content marketing in a mobile-first world

Content marketing in a mobile-first world. Rico Chan Shifting mobile consumption trends give brands excellent opportunities to engage with their consumers day-and-night in different contexts, places and times. Brands must now engage with all those connected consumers by sharing the brand messages or stories that segue well with what the consumers are doing on their mobile at a given point of time. It is becoming essential for brands to maintain a high degree of relevance for their messages through thoughtful content marketing. The campaigns that click typically play on human emotions, trending subjects, and visual appeal. To give an example, a few months back Nescafe shifted its entire web presence to Tumblr rather than rely on the traditional “.com website” as the primary consumer destination. In a mobile-first, hyper-connected world, brands must ensure that their content or message is of interest or value to customers, and the format of the ad fits into the overall design of the content they are consuming. Additionally, brands need to personalise content by balancing the consumer’s ‘need to know’ with their ‘want to know.’ In a recent survey, 78 percent of consumers told Yahoo they want some degree of personalisation, with 62 percent preferring a mix of algorithmic and curated content. Brands can leverage the advantages these apps bring: highly personal content; messaging in one-to-one, one-to-many and many-to-many conversations; and multimedia integration. The connected mobile consumer is not your typical ‘creature of habit’, drinking in your messaging from a cup of your old-school advertising brew.

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Rico Chan
Rico Chan

Shifting mobile consumption trends give brands excellent opportunities to engage with their consumers day-and-night in different contexts, places and times. Brands must now engage with all those connected consumers by sharing the brand messages or stories that segue well with what the consumers are doing on their mobile at a given point of time.

It is becoming essential for brands to maintain a high degree of relevance for their messages through thoughtful content marketing. Brands need to assume the role of a publisher or at least think like one: just as the latter keeps the interest level of its audience in mind, so should the brands in devising their brand stories.

Creating innovative strategies

While many brands are embracing the power of content marketing, only a few have succeeded in adopting innovative content marketing strategies that break through today’s cluttered digital landscape. The campaigns that click typically play on human emotions, trending subjects, and visual appeal.

For instance, GoPro, a renowned maker of versatile cameras, has over 3.2 million YouTube subscribers and an Instagram account with over 6.1 million followers—and counting. The unique aspect to their content marketing effort is that GoPro makes its customers the hero of their stories—who are seen as a happy, adventurous community of users in incredible photo/video shoots set in breathtaking locales around the world.

Brands are creating, sharing and proliferating their stories with imaginative thinking, creative use of different technologies and media platforms and making bold decisions. To give an example, a few months back Nescafe shifted its entire web presence to Tumblr rather than rely on…

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